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Saskatchewan Roughriders Retail Presence Expands with Multi-Channel Strategy Plan [Photos/Interviews]

By
Mario Toneguzzi
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Rider Team Store at Midtown (Image: Nancy Keumper / Saskatchewan Roughrider Football Club)

Football is a religion in Saskatchewan.

Wherever you go in the province you are likely to see an item of clothing or object with the green and highly identifiable logo of the Saskatchewan Roughriders of the Canadian Football League.

To make Rider merchandise even more accessible to people in the province, a store opened in the Midtown Plaza shopping centre in downtown Saskatoon in July 2020 joining The Rider Store at Mosaic Stadium in Regina to sell all things Riders – from jerseys to pins and decals to all sorts of different novelties.

All sporting the Rider green and the team’s logo.

Rider Team Store at Midtown (Image: Nancy Keumper)

The store at Mosaic Stadium opened in 2017 when the Stadium itself opened. It’s just over 5,000 square feet. The Midtown Plaza store is just under 1,900 square feet.  

Anthony Partipilo, Chief Brand Officer for the team, said the Riders’ brand has been built over decades of loyal fans riding the waves of boom and bust.

Anthony Partipilo

“The Rider fans have always been incredibly resilient people. Hard working, roll up your sleeves, salt of the earth folks that also want to never give up, regardless of the obstacles thrown at the club over many, many decades. What was there to pick up the team was Rider Nation,” he said.

“So this really is about what are we doing at a time where the Roughriders’ franchise has never been better financially. Never been on more sound footing, plays out of the most sophisticated and beautiful stadium in the whole country. The flagship really of the CFL is the Saskatchewan Roughriders.

Rider Team Store at Midtown (Image: Nancy Keumper)

“And so what do we do to sort of as a tribute to Rider fans, how do we bring the Rider brand to the rest of the country so that they can also share in what we are very, very proud of here. A lot of what our retail strategy is is not only to ensure that Rider logo, that green and white, is spread out throughout the entire province as much as possible, but also throughout the entire nation and in fact internationally because Rider fans remind us constantly that they’re everywhere, not just in Saskatchewan.”

Partipilo said the online store has also been very successful for the Riders particularly throughout the pandemic and it continues to have very strong sales.

“While oftentimes we don’t think about the online presence as being a retail channel, it’s actually a very, very strong channel for us. It’s always been for the Rider brand about leadership. The Roughrider fans are not satisfied with second best. They want to be the best at everything so it’s imperative on us to be the best at everything we do and retail and merchandise is nothing short of the best in the league. We know that regardless of the size of the markets that we compete with,” he said.

“The brand needed to be a leader. The brand needed to be proud of Saskatchewan. And part of our strategy in the new retail store design, which a lot of credit goes to Mark (Habicht, Director of Retail for the club) for when we built the Stadium he re-designed the store footprint and it’s a beautiful store if you’re at Mosaic Stadium. We felt that we started down that path and the store at Midtown was an opportunity to build on that and create an experience that not just Saskatchewan fans, Rider fans, will be proud of the brand but because the brand resonates so powerfully everywhere we felt that Midtown is an attractive mall location for tourists. A lot of people who visit the city will go through that mall.”

Habicht said the Riders made their first foray into Saskatoon in 2009 and Midtown was the mall it had targeted as its the premier shopping centre in the city and in the heart of the city. But for a variety of reasons that didn’t work out. What followed was a presence in a couple of other malls in Saskatoon.

“But the dream was always to kind of have a central location and when the opportunity to go back into Midtown came up, we really started re-evaluating what we wanted to do and the way we see retail going in the future, we thought that building what we’ll call a proper flagship store right in the heart of the city just made sense,” he said.

“We’re trying to create a really great shopping environment . . . The new Stadium afforded us this luxury to be able to have a central location in Regina and another one in Saskatoon.”

Jean-Pierre Lacroix, President and Founder of Shikatani Lacroix Design (SLD), was instrumental in the design of the Rider stores.

“Anthony Partipilo was our client when he was with the Toronto Blue Jays and we did for him the Stadium shop and we did the flagship CF Toronto Eaton Centre shop. He then left the Toronto Blue Jays and was hired by the Saskatchewan Roughriders to kind of do the same thing but also to be head of the marketing. And that’s what he’s done, driving access to fan base material, fashion items and memorabilia to help build the brand,” said Lacroix.

“And the Saskatchewan Roughriders have an incredible fanatic following group of customers . . . We want to mirror the emotional connection the fans have with the brand. We want to capture that sense of excitement and also these fans know the colours of the brand and it allows them to make that connection from a brand equity standpoint.”

The 109th Grey Cup will be played this year on Sunday November 20 at Mosaic Stadium.

Habicht said retail sales for the Riders have been quite strong this year. 

“Even last year was surprisingly good in the shortened season and it’s really carried into this year. We’ve been extremely happy. Our average sales are up. Our numbers are up across the board. It’s been very, very strong and we really see that momentum. And obviously we’re hosting the Grey Cup this year so we really see that momentum carrying through all the way to the end of the year,” he said. “So we’re really excited about the opportunity here.”

Habicht said the club has thought about expanding its retail presence to other Saskatchewan markets but with the way the online channel has taken off that’s probably where the club’s focus will be in the next few years.

“But never say never. I’ve been here since 2009 and certainly we’ve heard from our fans all over the province in places like Yorkton and Moose Jaw and Prince Albert and they all would love to have a Rider store. In fact, I get phone calls on a regular basis from places like Medicine Hat (Alberta) who would love to have a store in Medicine Hat but as of right now I think we’re pretty happy with the strategy we’ve taken on,” he said.

“The store (in Regina) and the store in Midtown better reflects where we’ve taken the merchandise over the years. In early years it was maybe a little bit more fan gear. Now it’s much more fashion focused, much more targeted to everybody in the family. Certainly more targeted to women. We’re seeing huge growth in the women’s sector and sales in the women’s area. Midtown reflects that so much better in terms of the product and the customer that we’re really looking for.”

Rider Team Store at Midtown (Image: Mario Toneguzzi)
Rider Team Store at Midtown (Image: Mario Toneguzzi)
Rider Team Store at Midtown (Image: Mario Toneguzzi)
Rider Team Store at Midtown (Image: Mario Toneguzzi)

Canadians Keeping Unwanted Retail Purchases Rather than Returning Them Since the Pandemic: Study

By
Mario Toneguzzi
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Image: ReturnBear at CF Toronto Eaton Centre

New data by The Angus Reid Forum, commissioned by ReturnBear, Canada’s first end-to-end returns solution, indicates that 46 per cent of Canadians aged 18-34 have lost money from keeping unwanted items they didn’t return since the pandemic.

Other key findings include:

  • 34 per cent of Canadians have lost money from keeping unwanted items they didn’t return since the pandemic. 19 per cent of Canadians have lost over $100, one-in-10 (nine per cent) Canadians have lost $250 or more;
  • Younger Canadians are more likely to have lost money from keeping unwanted items they didn’t return since the pandemic. One-in-five (20 per cent) Canadians aged 18-34 have lost less than $100, 15 per cent have lost at least $250, and nine per cent have lost more than $500;
  • In the past six months, Canadians have been cutting down on spending due to inflation. One-in-four (25 per cent) younger Canadians have felt forced to return clothes they’ve purchased, significantly higher than Canadians aged 35-54 (17 per cent) and especially those 55+ (seven per cent).

Robert Domagala, Head of Business Development and Marketing at ReturnBear, said returns are a pain point for Canadians, with many accumulating items and expenses to avoid the hassle, and others returning items they purchased after realizing fears of inflation. The report shows that there is national demand for a better retail returns solution, and a willingness from Canadians to take alternative measures to avoid returns altogether.

“Canadians are feeling the burden of retail returns. Many young Canadians are losing money simply to avoid the hassle of returning an item that didn’t work out. Millennials and Gen Z value speed, convenience, and affordability, and retailers need to pay attention to their wants and needs, especially in the shifting economic landscape,” he said “As we head into a potential recession, it’s more important than ever for retailers to cut the costs of returns for both themselves and their customers, and that’s exactly what ReturnBear does. We see a huge opportunity to provide a better solution to shoppers, and also correct the escalating problem of returns in the industry.”

Domagala said the survey results were both surprising and validating.

ReturnBear at CF Toronto Eaton Centre (Image: Dustin Fuhs)
Image: ReturnBear at CF Toronto Eaton Centre

“The fact that one in 10 Canadians were reporting that they have lost $250 or more of value, of purchase price, on returns that they couldn’t be bothered to return or didn’t feel that it was convenient to return or perhaps felt challenged by the return solution on offer, or the options on offer, and preferred to take that loss, acquiesced to taking that loss,” he said.

“Similarly, there was that stat that surfaced that of Canadians 18 to 34, specifically, nine per cent had lost more than $500 on unwanted items that they kept. That’s staggering to me because that is a lot of value and especially when you look at the age brackets here. A younger shopper with probably a bit less discretionary income to throw around still being prepared to eat upwards of $200, $300, $400 in a couple of return items. 

“The process must be wildly inconvenient to those people for them to be willing to take that loss. I’m still surprised by those numbers getting up to the 10 per cent range given the high dollar value and I’d be curious to see how that continues to play out as the recession ebbs and flows and as the cost to do business goes up. Despite me being surprised, the numbers are validating to me because I think they reinforce our thesis that there is a lot of opportunity especially in the Canadian market where this problem really hasn’t been tackled across our vast geography. A great deal of opportunity to improve the return process and from the consumer’s lens make it more convenient, more cost-effective, so that they can recover that lost value at the same time we want to help brands recover value by having lower cost return processes, encouraging their customers to use our drop offs for example as the brand pays for the cost of the return. We want to help them recover value.”

Image: ReturnBear at CF Toronto Eaton Centre

ReturnBear, which is backed by Cadillac Fairview and the Ontario Teachers’ Pension Plan, was established in October of last year.

The growth of e-commerce has spotlighted one of online retail’s biggest problems: returns. More online shopping means more online returns. Returns are costly for merchants and a hassle for customers, and up until now there has been no streamlined process to make this easier for Canadians. ReturnBear is on a mission to make retail returns easy and accessible for everyone.

Domagala said ReturnBear brought to market over the past year the first package free, label free drop off network of its kind in Canada. A major network is through many Cadillac Fairview shopping centres.

Robert Domagala

“And we’re excited to be exploring additional partnerships with some major neighbourhood retailers that would expand the reach of our drop off network,” he said. “So with scale and with training the Canadian customer to seek out this type of return process when making a purchase decision from a brand, we can help them enjoy not only a more convenient return should they select the drop off but in the case where they do have to pay the cost of the return where the brand isn’t covering the return, a lower cost return option.

“So just as our drop offs are lower cost return options for a brand that does bear the cost of return on behalf of their customer, are they a lower cost option for those customers that are shopping from brands that have not yet hit that sort of level of scale where they can offer free returns. And so we can at least start providing customers with this greater optionality, more choices, more locations.”

He said ReturnBear is encouraging brands to participate in this shared network it is building where there are drop off points coast to coast and multiple brands can use them.

“We are expanding our processing hub capacity beyond Toronto to include a hub in the Greater Montreal Area and one on the west coast. And when we do that participating merchants will have the ability to see product aggregation more regionally distributed without them having to own their own warehouses on both coasts for example,” added Domagala. So returns will have a shorter distance to travel when they’re coming in by mail . . . In doing it in a stepped manner that we are, it’s going to make this more accessible to more brands quite frankly.”

Canadian Retail News From Around The Web For August 18th, 2022

By
Retail Insider
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Canadian Retail News From Around The Web

News at a Glance

Retail Insider is streamlining its Canadian retail news from around the web to include a handful of top news stories that can be viewed quickly during the day. Here are the top stories from the past 24 hours.

Exciting Fall Issue of Retail Insider the magazine: Coming Soon

By
Sean Tarry
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Exciting Fall Issue of Retail Insider the magazine: Coming Soon

The second installment of Retail Insider the magazine is deep in development and jam-packed with content that will engage and inspire its legion of readers. Building on the incredibly positive reception that the inaugural issue received, the issue is set to be published in September and will continue tackling the retail industry’s most pressing challenges and topics.

Expert contributors

The publication will once again welcome contributions in the way of quarterly columns from some of the industry’s most influential figures. David Nagy, Canadian ecommerce pioneer and Founder of eCommerce Canada, provides his insights concerning the current state of ecommerce in Canada in ‘The Digital Curve’. And, Dan Kelly, President, Chief Executive Officer and Chair of the board of governors of the Canadian Federation for Independent Business, shares his views regarding the greatest challenges and opportunities faced by small businesses operating throughout the country in ‘Main Street Matters’.

Getting closer to the consumer

Liza Amlani, direct-to-consumer guru and Principal and Founder at Retail Strategy Group, joins the growing ranks of expert contributors on the magazine’s masthead. Leveraging her unique insights and expertise, Amlani will provide her keen analysis and assessment of retail operations, challenging traditional and outdated buying, sourcing and product assortment practices while highlighting the tremendous benefits that retailers can reap by getting closer to the consumers that they serve.

The retail experience

Retail Insider the magazine’s editorial team also sits down with industry legend Jean-Pierre Lacroix, President and Founder of leading retail design consultancy SLD, to get his take on the ever-evolving consumer shopping experience. With the impacts of the pandemic in mind, combined with shifting consumer behaviour and preferences, we’ll explore the digitization of the industry and aspects of the retail environment that merchants need to tweak or enhance in order to continue meeting consistently elevating consumer expectations.

Future of the shopping centre

Not only is the retail store environment changing and shifting, so too is the function and utility of Canada’s shopping centres. In an in-depth interview with Andy Clydesdale, Executive Vice President, Retail, at QuadReal Property Group, we’ll explore the current progress concerning the transmogrification of some of Quadreal’s biggest, most successful properties while looking ahead to the future of the shopping centre as hubs of community, culture and commerce.

Grocery innovation

Speaking with Dr. Sylvain Charlebois, Senior Director, Agri-Food Analytics Lab at Dalhousie University, we’ll also attempt to take a bite out of the latest in grocery innovation. From automation to cutting-edge temperature modulation technology, the ‘Food Doctor’ will weigh in on the latest innovations helping to improve and enhance the way grocers operate and the resulting benefit to the Canadian food consumer.

In addition, self-service grocery pioneer, Aisle 24, will be featured in this issue’s brand profile, diving deep into the extraordinary concept that has the entire industry talking. Speaking with Co-Founder John Douang, we’ll discuss the evolution of the grocery experience, the technological innovation required to support a completely cashierless store and the elements required to provide an incredible shopping experience for the customer.

The lap of luxury

And, to round out the issue, Craig Patterson, Founder of Retail Insider Media Ltd., shares his analysis of the current state of the luxury sector in Canada. From brand expansion to new players entering the Canadian market, Patterson injects his expertise concerning luxury retail to highlight trends within the space, challenges that are impeding progress and opportunities for further growth and success.

Don’t miss it

Boasting a stellar lineup of contributors and content, readers won’t want to miss this engaging and insightful read. Look for the launch of the second issue of Retail Insider the magazine in September and continue to support Canada’s only national publication dedicated to covering all of the news, trends, research and analysis related to Canada’s dynamic retail industry.

To view the first issue of retail Insider the magazine, visit: https://issuu.com/retailinsider/docs/retailinsider_issueone 

For more information concerning exclusive advertising and sponsorship opportunities within the publication, download our 2022 Media Kit here: https://therimagazine.com/media-kit 

Vancouver-Based Luxury Clothing and Consignment Retailer FAULKNER Expands Concept with Ceramics as it Eyes Store Expansion [Interview]

By
Mario Toneguzzi
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Image: FAULKNER

Vancouver’s online luxury clothing and consignment store FAULKNER is venturing into new territory with a collaboration with a local young artist doing ceramics in a “very cool, modern type of way,” says James Faulkner, the retail owner.

“We’re going to be debuting a collection of ceramic vessels at the end of the month in partnership with Wynnie Tosetti, Brazilian-Canadian artist and owner of Báhoo Studio, but we’re predominantly clothing,” he added.

“I moved to Vancouver in the late part of 2016 from London, England. I came here with no hopes, no expectations. Just came for the change. Just a traveler. I got to the country and spent a few months here and I was working in the Gastown District and on my lunch break I would go to the vintage shops around Chinatown and Gastown and they were really awesome shops.

“They inspired me but at the same time as well I found them very quite North American with the denim and the plaid and I thought I could do something different. More what I grew up in England. Do something in a very different way. More heavily curated type of way. And more specific. Really individual items that all stand alone.”

Image: FAULKNER Photography & Styling: Jay Kim Valentine Model: Deion Ramos

The company began in May 2017 with a small storefront in Vancouver’s Downtown Eastside and has since evolved into an office in the historic Gastown district, carrying sustainably sourced clothing and accessories.

The move was made about 18 months ago.

“Coming out of COVID, my lease was almost up in the space I started it and for me Gastown obviously is a nice, cool district in Vancouver and I kind of wanted to make that transition,” explained Faulkner. “I found a really nice studio space and we moved into there.

“It’s about 500 square feet. Not particularly big. We sell really rare, one-off, vintage designer and luxury pieces and archival. We sell a lot of Japanese designers and we sell on the European side. Very contemporary designers and some of the more classic ones.

“We’re trying to go on the more rarer side of the scale for those pieces and the pieces are normally quite individual and quite unique. Some of them can be catwalk for example.”

Faulkner used to find his clothing in places like the Salvation Army and Value Village.

“My first girlfriend in Vancouver, she took me to one of these places and I think that’s when my brain really started to think about this. Wow you can find this stuff if you dig deep enough. I would just be very intense with that but it obviously grew more into consignment and buying trips to Japan and we use auction sites from Japan,” said Faulkner.

“It all just snowballed really but it predominantly started from the thrift.”

Today, FAULKNER is based on consignment as well as buyouts.

Image: FAULKNER

“It attracts people who already have those types of clothing. So we’re able to get our hands on the clothes that way,” he said. 

Faulkner is hoping to eventually grow to more locations. Since the pandemic, he’s explored a different avenue for the concept. 

“I’m going for a more wholistic style approach in terms of slowing everything down, taking our time and just trying to do something we really want to do and build a community within that by really supporting people. People have really supported us.

“I’m more excited about doing something I enjoy and we’re curating something that is different and I’m doing it my own way and that’s all I can ask for.’

State-of-the-Art Digital Signage to be Installed in Primaris REIT Shopping Centres [Interview]

By
Mario Toneguzzi
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Image: Primaris REIT

Cineplex Digital Media (CDM), a division of Cineplex, is teaming up with Primaris REIT to develop, install and maintain a state-of-the-art digital signage network in 19 shopping centres across Canada including Dufferin Mall in Toronto and Orchard Park in Kelowna.

As part of the partnership, CDM will operate a network of nearly 70 digital displays at 19 Primaris owned and managed retail properties in British Columbia, Alberta, Manitoba, Ontario, Quebec, and New Brunswick. Each property will receive a custom display solution consisting of large double-sided portrait screens for media advertising, mall directories, and maps. The new network of digital displays is expected to be fully deployed nationally this fall.

Fab Stanghieri, Executive Vice-President and Managing Director, Media, for Cineplex, said CDM has been a trusted mall network partner for over a decade and by adding 19 additional properties to its robust digital signage network, it now has access to at least 60 per cent of the Canadian shopping audience. 

Fab Stanghieri

“This deal enables not only our media partner’s audience reach to even more of Canada’s mall consumers, but it also gives CDM the opportunity to support Primaris’ ongoing commitment to providing exceptional and innovative shopping experiences for their guests,” he said. 

“Our digital signage network with Primaris features state-of-the-art double-sided portrait screens for media advertising, mall directories, and maps. It doesn’t stop at the technology though. We’re all familiar about the importance of building a retail customer journey – well, that customer journey is just as important because those same customers are walking through the shopping centre. 

“A strong digital signage network meets consumers in the places and spaces they actually want to be in – it keeps them engaged, receptive and emotionally connected. And with the right strategy and solution, a digital signage network can drive shopper engagement, additional (media) revenue, increase dwell time, and even draw in new data insights.”

Cineplex Digital Media (Image: Dustin Fuhs)

With the addition of Primaris REIT, CDM’s mall network spans across 69 centres with over 700 million yearly visitors. In addition to its robust mall network, CDM’s digital signage business also designs digital in-store experience solutions for a variety of clients which include Grocery, Retail, Multi-Brand Retail, Financial Banking and QSR industries, added Stanghieri.

“We’re continuously working with landlords to build out new directory and media programs that best align with their business objectives,” he said.

“We are installing the Primaris network in early September with plans to complete the full 19 location rollout by early October –  just in time for the busy holiday season.”

In a news release, Jasleen Bhinder, Director, Marketing, Primaris REIT, said the company’s ongoing commitment to consumers and retail partners is exemplified through its continuous efforts to increase traffic to its shopping centres with memorable and meaningful experiences.

“We are excited to work with CDM’s strategic customer-centric and robust in-house team of experts and look forward to CDM’s strategy-focused programs including creative playlists, optimization, specialty tenant branding opportunities, and innovative technology solutions,” she said.

Cineplex has more than 170 movie theatres and location-based entertainment venues in Canada.

Primaris REIT owns and manages 35 retail properties aggregating approximately 11.4 million square feet, at Primaris REIT’s ownership share valued at approximately $3.3 billion, including 22 enclosed shopping centres totaling approximately 9.8 million square feet and 13 unenclosed shopping centres and mixed-use properties aggregating approximately 1.6 million square feet. 

Unique Vintage Retail Pop-Up Opening at Hudson’s Bay Queen Street in Toronto, August 19-21

By
Craig Patterson
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Hudson's Bay flagship, Queen Street Toronto. Photo: HBC

A unique pop-up retail space is opening this weekend on August 19-21 at the Hudson’s Bay flagship store at Yonge and Queen Streets in downtown Toronto. Toronto-based J2 Retail Management will launch the latest activation of its ‘Community Playground’ concept that will be housed on the second floor near the store’s main bank of elevators.

Four local vendors are part of the Hudson’s Bay Community Playground pop-up, which will feature a curated mix of fashions from the 1960s, 70s, and 80s. That will include mint-condition band t-shirts, Levi’s jeans, and other fashions. On-hand will be a mix of affordable as well as some higher-end pieces.

Three of the vendors are from Toronto and one is from Hamilton. One vendor, Kobe Sells Vintage, has operations in North York and will bring some of its top pieces to the Hudson’s Bay pop-up. Fruit Market Vintage Clothing, located on College Street in Toronto, is a local favourite for many. Edgy Kensington Market-based Lost Boys Vintage will be on-site with a range of t-shirts and other vintage styles, as well Hamilton-based Drop Spot Vintage which has a huge local following in that city.

A dedicated area near the second-floor elevator banks in the department store has seen various pop-ups, creating experiences to bring consumers back by diversifying offerings.

Hudson’s Bay partnered with Toronto-based J2 Retail Management on this weekend’s pop-up. It’s part of a broader years-long relationship between the Hudson’s Bay and J2, whose co-founders Jodie Wolfe and Brian LeSaux have worked with various brands on merchandising strategy.

As part of its evolution, J2 Retail Management has expanded its service offerings and is now hosting Community Playground activations in the Greater Toronto Area. Brian Le Saux, another retail veteran, is now partners with Wolfe and the duo is growing the J2 Retail Management operations by offering services that include logistics and supply chain management, merchandising, e-commerce, and visual media. It operates several warehouse spaces in the Toronto area with plans for further expansion.

Wolfe and Le Saux spoke to Retail Insider about the pop-up as well as J2 Retail’s plans at the end of the month to unveil a much larger Community Playground activation at Toronto’s Bentway near Fort York. Details on that activation will be released soon and it’s expected to include about 50 vendors and 20 foodservice businesses as well as speakers and various activities.

*Retail Insider partnered with J2 Retail Management for this article. To work with Retail Insider, contact Craig@retail-insider.com

Zellers Stores to be Revived by Hudson’s Bay Company [Exclusive]

By
Craig Patterson
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Zellers at Hudson's Bay Burlington Centre. Photo: Sean Tarry

The Hudson’s Bay Company will be reviving its Zellers brand by opening stores and a dedicated ecommerce website. Zellers as Canadians knew it ceased to exist in March of 2013 after the Hudson’s Bay Company sold most of the store leases to Target and shuttered a majority of the stores — the remaining two Zellers-branded stores shut in 2020.

Included in the new rollout will be physical Zellers stores within existing Hudson’s Bay department store locations in Canada, as well as a website that will include a marketplace component.  

The new physical Zellers concept stores will open in early 2023 according to the Hudson’s Bay Company. And it appears that the store expansion will involve opening Zellers locations across Canada. In a statement, Hudson’s Bay said that it would leverage its “nationwide network of prime brick-and-mortar Hudson’s Bay locations as it expands its footprint in major cities across the country.”

One of the goals of the new Zellers concept is to create a “digital-first shopping journey that taps into the nostalgia of the brand Canadians know and love” while at the same time, a “refreshed identity” will be presented for the new Zellers. A “unique and exciting product assortment for families at everyday value” will be part of the mix, indicating that pricing for the Zellers stores will be at the lower-end similar to the previous Zellers stores that Canadians know from years ago. 

Image: mycareer.hbc.com

With that, a value-driven private-label brand will be launched at Zellers that will be “design-led” according to the Hudson’s Bay Company. The new Zellers will sell housewares and home décor, furniture, small appliances, toys, and pet accessories. Apparel will also be introduced along with other categories as time goes on with an assortment of products added to stores as they are developed. 

“Where the lowest price is the law” was a calling card, which has helped Zellers establish itself as more than a retail destination, but a place to build and support community,” says Adam Powell, Chief Business Officer, Zellers. “Zellers is a brand deeply rooted in the Canadian experience. Spanning generations, people hold distinct connections to Zellers through shared experiences with family and friends, and we look forward to building on that in the future.” 

The Zellers.ca website will also be launched and is expected to include a marketplace component, as per a trademark application several months ago. And if the website portal takes off, it’s possible that the Hudson’s Bay Company could eventually spin off its online Zellers business into its own business as has been the case with ecommerce sites for Hudson’s Bay (TheBay.com), Saks Fifth Avenue and Saks OFF 5TH.

Zellers at Hudson's Bay Burlington Mall
Zellers at Hudson’s Bay Burlington Mall – Photo by Sean Tarry

Trademarks for Zellers stores were also registered, prompting a reader to notify Retail Insider months ago that something was at play with the Hudson’s Bay Company. Hiring was also starting to take place including various Zellers management roles. 

Last year the Hudson’s Bay Company opened a Zellers-branded pop-up store at the Burlington Centre near Toronto, with Retail Insider reporting exclusively on the announcement. A second Zellers-branded shop-in-store subsequently opened within the Hudson’s Bay store at CF Galeries d’Anjou in Montreal. 

The Zellers shop-in-stores featured a range of products including Canada-themed apparel and home goods. Red floor tape indicated the boundaries of the Zellers spaces within the Hudson’s Bay stores.  

About a year ago a family in Quebec attempted to revive the Zellers name on its own, separately from the Hudson’s Bay Company. The Moniz family opened a small Zellers-branded storefront in Sorel-Tracy Quebec. In the litigation with the Hudson’s Bay Company that resulted, the family said that because the Zellers trademark had lapsed that the family was entitled to use the Zellers name. The same family also opened a K-Mart branded store in the same community, being another retail brand once owned by the Hudson’s Bay Company in Canada with stores that operated here for a number of years. 

Image: Zellers.ca website

Zellers became an iconic retailer in the eyes of many Canadians while it operated in its previous format. That included Zellers mascot Zeddy which was for years part of the retailer’s marketing, and it likely won’t be part of the new Zellers relaunch. In 2012 Zeddy was ‘adopted’ by Camp Trillium after fans voted in Zellers’ final Facebook campaign EVERYTHING MUST GO!, marking an end to almost three decades with his Zellers family.

The Hudson’s Bay company operated a network of Zellers stores across Canada for decades. In January of 2011, the Hudson’s Bay Company announced that it would sell the leases for up to 220 Zellers stores to Minneapolis-based Target for $1.825 billion dollars. HBC retained 64 locations initially and liquidated the chain in early 2013. After a disastrous run in Canada, Target exited its Canadian stores in early 2015 amid billions of dollars in losses. 

The Zellers name wasn’t dead in Canada following the Target sale however. The Hudson’s Bay Company operated two Zellers stores in Ontario until early 2020, and those locations acted more as clearance centres for products from Hudson’s Bay store.  

At its peak in the 1990s, Zellers had over 350 stores in Canada. The entry of Walmart into Canada is said to have impacted Zellers’ sales particularly in the early 2000s which resulted in the retailer losing significant market share. 

In the 1980’s, Zellers’ marketing slogans included “Only you’ll know how little you paid” and “Shopping anywhere else is pointless”. In the late 1980’s and early 1990’s the popular “Where the lowest price is the law!” was used in Zellers advertising. Included were animated commercials featuring Batman and Robin with the villains like the Joker, the Penguin, Catwoman and the Riddler.

In the 1990’s, Zellers adopted the slogan “Truly Canadian”. Between 1997 and 2000, “Better and Better” was a slogan and “Everything from A to Z” was part of the retailer’s marketing messaging between 2000 and 2013. 

Value-priced Zellers was founded by Walter P. Zeller in London, Ontario, in 1931. 

The Hudson’s Bay Company acquired Zellers in 1978. The Zellers logo, visible on the last two remaining stores, was adopted in 1975. In 1976, Zellers thrived with sales in excess of $400 million annually and in the same year, discount chain Fields acquired the Zellers chain. Joseph Segal, who at the time was president of Fields, became president of Zellers as part of the transaction. Segal died at the age of 97 in May of this year.

In 2008, the Hudson’s Bay Company and its subsidiaries, including Zellers, came under the ownership of NRDC Equity Partners, which was headed by Richard Baker. Hudson’s Bay’s namesake stores were positioned as more upscale under the creative direction of retail veteran Bonnie Brooks, while Zellers was seen as a drag on the business. 

We will update this article when we have more information on the Zellers relaunch in Canada. 

Canadian Retail News From Around The Web For August 17th, 2022

By
Retail Insider
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Canadian Retail News From Around The Web

News at a Glance

Retail Insider is streamlining its Canadian retail news from around the web to include a handful of top news stories that can be viewed quickly during the day. Here are the top stories from the past 24 hours.

Wolfe Co Apparel Opens Stunning Flagship Storefront in Former Bank Building in Huntsville ON [Photos/Interview]

By
Shelby Hautala
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Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)

Wolfe Co Apparel, a Canadian based company, has opened its first flagship store last year in Huntsville after being a mobile store traveling across Ontario for five years. 

The store features all made in Canada products and after some difficulty trying to get the store ready, it is experiencing the first summer wave of customers. 

“We were hoping to open before the pandemic, of course it threw a bit of a wrench in our plans, but we are excited this is finally our first summer where we can experience proper foot traffic and proper in store shopping. It is exciting for us, and it feels like a renewing experience just because last year was still very much up in the air and shopping in stores was not back to normal yet,” says Brit Powell the founder and CEO of Wolfe Co Apparel. 

A Retail Store on the Road

Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Brit Powell

Before opening the store, Powell said the team renovated a one-bedroom RV into a retail store where they traveled around Ontario for five years selling products. 

“We started as a mobile retail store, and we travelled Ontario for five years. We were able to get a feel for our customer base, where sales were good, and where there was interest. From there we were able to put together our information to make an informed decision about where we wanted to open a store.”

Open seven days a week, the new flagship store is located at 38 Main Street in Huntsville Ontario where it has 4,000 square feet of retail space. Powell said she decided to open in Huntsville as it was the strongest of the Muskoka towns and showed the most potential for growth.

Old Bank Vault Switches into Changing Rooms 

Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)

Before Wolfe Co, the building was originally a bank and Powell said she decided to keep the main structure, including the vault which has been renovated into changing rooms. 

“It is the town’s original bank building, and we still have the original vault on the main floor and in the basement, so it is cool and historical. It is eye catching and we have maintained the vault door and converted the vault into change rooms, so people do come in to just have a look at the vault and experience the bank.

Powell said it is important to the brand to keep the integrity of the building and the history around it, even after renovations she said they have kept a lot of the main structure of the old bank. 

Made in Canada 

Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)

All its products are all made in Canada and are designed by Powell. Customers can find unisex clothing, homeware, footwear, and other accessories. 

“I design all the products myself and we have them all manufactured in Toronto or Vancouver. Everything we do is made in Canada so whether it’s the labels, or the printing going on the tags, it all happens locally. With globalization it is easy for people to outsource for cheaper prices, and we are just trying to bring things back home.”

Powell said the bonus of being local is supporting the domestic economy and reducing the store’s carbon footprint, which is the main idea of Wolfe Co – being local, helping the community, and staying sustainable. 

Comfortable, Functional, and Fashionable 

Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)

Wolfe Co has made sure its products are comfortable, functional, and fashionable for customers and Powell said she gets inspiration from the outdoors. As Wolfe Co has grown, Powell said she is trying to make sure her products are functional and stylish, especially for the winter months in Canada. 

“A lot of what we do has a functional aspect to it as well, because it is a Canadian brand, and we understand that the Canadian environment requires a certain practical element such as keeping warm in the winter. As we have grown, we have tried to include more functionality into our clothing and part of that contributes into a more practical fabric, we need to look at the function in addition to making it comfortable and fashionable.” 

Future Plans 

The Huntsville location will be the homebase for Wolfe Co, but Powell said she would like to see it expand – but not too much. 

“We get a lot of people who are surprised we don’t have other locations and the goal is to open more stores across Canada, but we don’t want to have too many stores as the idea is to keep it quite niche and small just to maintain that community aspect. Everything we do is about supporting locals so to expand too greatly would go against what the brand is all about.”

As Wolfe Co wants to be more involved within the Huntsville community, its main goal right now is to be as connected as possible, including connecting with local sports teams and building relationships with its customers. As it has only been open for a year, Powell said she is trying to find the store’s role in the community. 

“We have only been open for a year, so we want to reach out to different brands and different organizations in the town. My attention will go towards connecting with different sport teams to create a relationship with them in the town and try to be involved in the town as much as possible and really work on the community aspect of the brand. “

Related Retail Insider Articles

Additional Photos

Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
Image: Wolfe Co Apparel (38 Main Street East. Huntsville, ON)
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